Rebecca Shapiro, a Canadian on holiday in New York, saved hundreds on attractions using the 'Northern Neighbour Deal' promotion as US-Canada trade talks broke down. US cities launched a charm offensive to counter President Trump's hostile rhetoric, including renaming Lake Ontario 'Lake America' and declaring 'WE DON'T NEED CANADA.' New York lit landmarks red and white on Canada Day, while Las Vegas offered a 1:1 exchange rate for Canadian visitors. A Vermont ski resort published an open letter expressing concern over political tensions.

Canadian tourism to the US dropped 25 percent in 2025, with Canadians spending C$3.3bn less than the previous year.